InfoTrends, a division of Keypoint Intelligence, has announced the launch of a new study that aims to help label and packaging equipment vendors and converters increase demand for digital printing by understanding the needs of consumer brands, quantifying the business impact of digital printing, and providing resources to educate the market.

"Digital Printing for Packaging: What Do Brands Need?" will provide results from extensive survey and interview research with brand owners to understand the priorities and needs that drive their print purchases, also their perceptions of digital printing, converter selection criteria, and future plans.

Brands are constantly seeking opportunities to reduce costs while pursuing initiatives for revenue growth – and digital printing has tremendous potential to support both these goals. “Many brand owners are not really aware of how digital printing can address their packaging requirements,” says Bob Leahey, Associate Director for InfoTrends’ Color Digital Label and Packaging consulting service. “Some view it just as a low-cost option for very short run work, but others are benefiting from the business impact that implementing a digital package printing program can have.”

In the meantime, some converters and commercial printers are putting equipment investment decisions on hold, or are struggling to build a profitable digital print business because their sales reps are ineffective at targeting the best markets, qualifying customers, and educating buyers on the full benefits of digital package printing.

InfoTrends’ study will report on the needs and plans of brands in the US and Canada regarding package printing and the opportunity for digital print. The report’s primary research will have three main elements: